Every page and piece of content you create should be designed with a purpose. That purpose will vary, from encouraging a visitor to take action immediately to imprinting a message that will encourage them to take action later on.
Some content, like your homepage, are designed to provide a snapshot of what you offer to funnel visitors to the right information. Other pages serve only to grow the relationship with your audience and establish trust.
Landing pages have one vital purpose – to convert visitors into customers.
No matter how the completed landing page is presented it’s still made up of core elements meant to interact with the emotions and psychology of your audience, effectively driving them to click. While there’s no single correct way to design a landing page to maximize conversions, there are key elements you can include to improve the success of your campaigns.
1. Show the benefits without the clutter
There are benefits to using every product, but sometimes those benefits aren’t obvious to the customer. It’s not always easy to extract benefits from the features and specs of what you’re selling, partially because benefits aren’t generic.
WeWork pulls off a superb value statement and
clear benefit with three words
You need to understand your audience and their unique problem in order to explain value to a customer and how they’ll benefit.
It’s an essential component of a successful landing page, but only when it’s done properly.
Landing pages need to be clear, concise, and action-oriented. Instead of being long winded, make the benefits clear with a single value statement. Follow up by communicating the value within a few bullet points.
2. Design around your call to action
Unlike other pages that provide various touch points and exit links, landing pages are designed to get the user to take a single action.
When designing your landing page, you should build it with a conscious, unidirectional path toward your call to action, and that call to action should stand out in stark contrast to the other content on your landing page.
It's hard to miss the red call to action button on this landing page
A few things to keep in mind when designing your call to action:
- Don’t just rely on color. Enlarge your CTA to make it stand out
- Make sure your CTA clearly states the next step. Let customers know what’s on the other side of that click
- Include action-oriented copy as well as more verbs than you’d usually use to move people to act
- Buttons perform better than other call to action because your customers know exactly what to do with a button.
“The call to action is so important, so essential, and so overwhelmingly powerful,” writes CrazyEgg editor in chief, David Zheng. “You should not attempt to make yours anything but a button.”
3. Sell it with visual storytelling
If you want to lift conversions on a landing page to untold heights then you need to incorporate visuals. Research shows that users who view video are twice as likely to make a purchase over an audience who merely reads text.
People are more drawn to visuals and respond to visual content faster than any other type of content. Not just any visuals will do, however. Don’t expect stock photos to bust your KPIs wide open. You need purposeful visuals that tell a story, whether that’s static images or a really great video.
Take this example from Evernote:
The app is so many things to so many different people that it can be difficult to appeal to everyone. Evernote does that by incorporating visuals that tell a story about the people who use it.
When Periscope initially launched it had a simple and highly effective landing page that bypassed all the features and benefits, instead using video to showcase user generated content of a live feed on a balloon ride.
4. Take a minimalist approach
We all know someone capable of draining the oxygen from a room when telling a story. The long-winded narrative threatens to smother everyone within earshot. Don’t be that person when building your landing page.
The minimalist approach is the fine art of telling the story in as few words as possible. A minimalist landing page incorporates only the most vital, cornerstone elements necessary to drive a conversion – or at the very least set the hook.
Like this example from Pocket…
There’s more than what you see but the most important information is above the fold. Curious visitors can scroll to read more. The content below the fold isn’t critical to conversion but it’s supportive information than can help.
5. Include trust signals
If you want to lift conversions then you need to establish trust with visitors, and quickly. You’ve got limited space to work with on a landing page, so it takes some strategic design to work in trust indicators.
Where it makes sense, include elements that make prospects more comfortable:
- Customer testimonials
- Guarantee seals
- 3rd party verification and security certificates
A simple trust signal can have significant impact. According to data shared by KissMetrics, eyeglass and lens company ACLens added a Verisign badge to its funnel. That simple badge produced a 41% lift in conversions and a 58% increase in revenue per transaction.
If you want stack the impact of your customer testimonials, try mixing in visuals. Get video testimonials and images featuring your customers then feature that user-generated content in your landing page.
Wrapping it up
Whatever approach you take to landing page design, don’t forget to test. The hallmark of a successful landing page is that it likely looks a lot different from its first iteration. Testing and tracking results as you fine-tune copy and design elements is the key to lifting conversions and improving your ROAS. It’s the only way to identify what you’ve done right (and wrong) and how to further improve the performance of each landing page.
If you have any landing page advice, let us know in the comments!